1 three key risk communications messages p=r (perception = reality)...
TRANSCRIPT
1
Three Key Risk Communications Three Key Risk Communications MessagesMessages
P=RP=R
(Perception = Reality)(Perception = Reality)
G=T+CG=T+C
(Goal=Trust+Credibility)(Goal=Trust+Credibility)
C=SC=S
(Communication=Skill(Communication=Skill
2
P=RP=R
Information that is perceived as real Information that is perceived as real will result in real consequences.will result in real consequences.
Effective environmental risk Effective environmental risk communication is grounded on communication is grounded on knowledge and understanding of knowledge and understanding of stakeholder perceptions.stakeholder perceptions.
Perceptions form quickly, beliefs Perceptions form quickly, beliefs more slowly.more slowly.
3
G=T+CG=T+C
You will not be heard by stakeholders You will not be heard by stakeholders unless you are trusted and perceived unless you are trusted and perceived as credible.as credible.
Your trust and credibility as an Your trust and credibility as an individual are often initially assessed individual are often initially assessed in as little as thirty seconds.in as little as thirty seconds.
Establishing the long-term trust and Establishing the long-term trust and credibility of your organization credibility of your organization results from longer term processes.results from longer term processes.
4
C=SC=S
Effective communication is a skill.Effective communication is a skill. Knowledge of environmental risk Knowledge of environmental risk
communication, training, communication, training, preparation, and practice are key to preparation, and practice are key to communicating well.communicating well.
5
What is Risk?What is Risk?
The Experts Say…The Experts Say… Risk = Risk AssessmentRisk = Risk Assessment
The Public Says:The Public Says: Risk = Risk Assessment + Factors of Risk = Risk Assessment + Factors of
Public Fears and OutragePublic Fears and Outrage
6
Comparative Risks of DeathComparative Risks of Death
# deaths/yr# deaths/yr Lifetime Lifetime RisksRisks
MVA’sMVA’s 46,00046,000 1/651/65
Home Accid.Home Accid. 25,00025,000 1/1301/130
Lung cancerLung cancer 80,00080,000 1/121/12
7
Risk RankingsRisk RankingsPublicPublic Experts Experts
11 Nuclear PowerNuclear Power 202022 Motor VehiclesMotor Vehicles 1133 HandgunsHandguns 4444 SmokingSmoking
2255 MotorcyclesMotorcycles 6666 Alcoholic BeveragesAlcoholic Beverages 3377 Private AviationPrivate Aviation 121288 Police WorkPolice Work 171799 PesticidesPesticides 881010 SurgerySurgery 551111 Fire FightingFire Fighting 18181212 Large ConstructionLarge Construction 13131313 HuntingHunting 23231414 Spray CansSpray Cans 26261515 Mountain ClimbingMountain Climbing 2929
8
Public Fears and OutragePublic Fears and Outrage
VoluntaryVoluntary InvoluntaryInvoluntary
NaturalNatural Man-MadeMan-Made
FamiliarFamiliar ExoticExotic
Not MemorableNot Memorable MemorableMemorable
CommonCommon DreadDread
ChronicChronic CatastrophicCatastrophic
Controlled by Controlled by IndividualIndividual
Controlled by Controlled by OthersOthers
FairFair UnfairUnfair
Morally IrrelevantMorally Irrelevant Morally RelevantMorally Relevant
DetectibleDetectible UndetectableUndetectable
Visible BenefitsVisible Benefits No Visible BenefitsNo Visible Benefits
Trusted SourceTrusted Source Untrusted Source Untrusted Source
9
Public Perception of RiskPublic Perception of Risk
Less RiskyLess Risky More RiskyMore Risky
Benefits understoodBenefits understood Benefits unclearBenefits unclear
No alternativesNo alternatives Alternatives availableAlternatives available
Risk sharedRisk shared Risk affects fewRisk affects few
VoluntaryVoluntary InvoluntaryInvoluntary
Individual controlIndividual control UncontrollableUncontrollable
FamiliarFamiliar UnfamiliarUnfamiliar
Low dreadLow dread High dreadHigh dread
Affects everybodyAffects everybody Affects childrenAffects children
Naturally occurringNaturally occurring Human originHuman origin
Little media attentionLittle media attention High media attentionHigh media attention
UnderstoodUnderstood Not understoodNot understood
High trustHigh trust Low trustLow trust
10
Trust and Credibility FactorsTrust and Credibility Factors
Caring/EmpathyCaring/Empathy
Competence/ExpertiseCompetence/Expertise
Honesty/OpennessHonesty/Openness
Dedication/CommitmentDedication/Commitment
11
Trust and Credibility MeasuresTrust and Credibility Measures
Caring/EmpathyCaring/Empathy 50%50%
Competence/ExpertiseCompetence/Expertise 15-20%15-20%
Honesty/OpennessHonesty/Openness 15-20%15-20%
Dedication/CommitmentDedication/Commitment 15-15-20%20%
12
Assessed in FirstAssessed in First
30 Seconds30 Seconds Empathyand/or Caring
Commitmentand
Dedication
Honesty andOpenness
Competenceand Expertise
13
Trust and CredibilityTrust and Credibility
Top ThirdTop Third
Middle ThirdMiddle Third
Bottom ThirdBottom Third
14
Trust and CredibilityTrust and Credibility
Top ThirdTop ThirdPhysicians and other health or safety Physicians and other health or safety
professionals.professionals.
Professors (especially senior professors Professors (especially senior professors from respected local universities)from respected local universities)
Local citizens that are perceived to be Local citizens that are perceived to be neutral, respected, and well-informed neutral, respected, and well-informed
about the issue.about the issue.
15
Trust and CredibilityTrust and Credibility
Middle ThirdMiddle Third
MediaMedia
Environmental GroupsEnvironmental Groups
16
Trust and CredibilityTrust and Credibility
Bottom ThirdBottom Third
Industry OfficialsIndustry Officials
Federal Government OfficialsFederal Government Officials
Consultants from for-profit firmsConsultants from for-profit firms
17
Communication = SkillCommunication = Skill
18
Non-Verbal CommunicationNon-Verbal Communication
Provides 50-75% of message contentProvides 50-75% of message content
Is intensely noticedIs intensely noticed
Is interpreted negativelyIs interpreted negatively
Overrides verbal communicationOverrides verbal communication
19
Guidelines for Female PresentersGuidelines for Female Presenters
Arrange for an introduction stressing Arrange for an introduction stressing credentials and qualifications.credentials and qualifications.
Avoid reference to family and children Avoid reference to family and children in the introduction.in the introduction.
Establish credentials and reputation Establish credentials and reputation during presentation by dropping during presentation by dropping information.information.
Use three to ten times more facts, Use three to ten times more facts, statistics, and figures.statistics, and figures.
20
Guidelines for Female PresentersGuidelines for Female Presenters
Use more technical language and Use more technical language and jargon but always provide definitions jargon but always provide definitions appropriate to the audience.appropriate to the audience.
Limit the use of notes; avoid written Limit the use of notes; avoid written speeches—use checklists/index speeches—use checklists/index cards.cards.
Show high-level of organization and Show high-level of organization and logic (e.g., number your facts).logic (e.g., number your facts).
21
Guidelines for Female PresentersGuidelines for Female Presenters
Dress professionally; appear Dress professionally; appear modestly feminine.modestly feminine.
Use less emotional inflection.Use less emotional inflection. Lower voice tone.Lower voice tone. Be assertive.Be assertive.
22
Handling Tough QuestionsHandling Tough Questions
Listen carefully – Understand the Listen carefully – Understand the concern or issue.concern or issue.
Express empathy and concern.Express empathy and concern. State your conclusion.State your conclusion. State what you are doing (will do) to State what you are doing (will do) to
improve the situation.improve the situation.
23
Model Responses for Difficult Model Responses for Difficult QuestionsQuestions
Express empathy or concernExpress empathy or concern Length:Length: Males – 25% of answerMales – 25% of answer
Females – 10% of answerFemales – 10% of answer
It is enhanced by a personal storyIt is enhanced by a personal story
24
Model Responses for Difficult Model Responses for Difficult QuestionsQuestions
Provide Facts.Provide Facts. Start with a conclusion.Start with a conclusion.
Should be positive.Should be positive. Should be contained in 12-15 words.Should be contained in 12-15 words. Should be set off.Should be set off. Should address underlying concern.Should address underlying concern.
Provide two facts.Provide two facts. One should involve a third-party endorsementOne should involve a third-party endorsement One should involve a story.One should involve a story.
Repeat the conclusion. (same as the first)Repeat the conclusion. (same as the first)
25
Model Responses for Difficult Model Responses for Difficult QuestionsQuestions
Describe future action.Describe future action. It should describe your commitment to It should describe your commitment to
continuous improvement.continuous improvement. It should tell how to get more It should tell how to get more
information.information.
26
Seven Cardinal RulesSeven Cardinal Rules
Accept and involve the public as a Accept and involve the public as a legitimate partnerlegitimate partner
Plan carefully and evaluate your efforts.Plan carefully and evaluate your efforts. Listen to your audience.Listen to your audience. Be honest, frank, and open.Be honest, frank, and open. Coordinate and collaborate with other Coordinate and collaborate with other
credible sources.credible sources. Meet the needs of the media.Meet the needs of the media. Speak clearly and with compassion.Speak clearly and with compassion.